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    SAP gives up its stake in Qualtrics

    Global software and ERP giant SAP has sold its entire stake in Qualtrics as part of a definitive agreement to acquire the experience management platform entered into by Silver Lake, a technology investment firm, and Canada Pension Plan Investments. SAP had owned a controlling share in Qualtrics.

    The all-cash agreement reflects a $12.5 billion valuation of Qualtrics.

    SAP and Qualtrics. Since SAP bought Qualtrics in late 2018, it has moved to integrate its AI-driven experience management capabilities across SAP’s customer experience solutions, including SAP Service Cloud and SAP Sales Cloud. SAP says that Qualtrics has more than tripled its revenue since the acquisition. SAP floated the platform in 2020 but retained a majority share.

    Qualtrics describes itself as an online survey tool. It uses AI to measure both customer satisfaction and employee engagement in real time. It claims to improve customer experience, team performance and product design.

    “SAP intends to remain a close go-to-market and technology partner, servicing joint customers and continuing to contribute to Qualtrics’ success,” said SAP CEO Christian Klein in a release.

    Why we care. What to make of the SAP Qualtrics story? Towards the end of the 2010s, SAP — under then CEO Bill McDermott — was plainly looking to put its CX offerings on a footing to rival Adobe, Oracle and, above all, Salesforce. Building on its 2013 acquisition of successful, Swiss-based commerce solution Hybris, by 2018 SAP had added Gigya and Callidus Cloud to its portfolio and launched C/4 HANA.

    C/4 HANA was the umbrella term for SAP’s CX offerings — and the name was aimed at positioning it alongside SAP’s leading enterprise ERP suite S/4 HANA. Although Qualtrics joined the party, SAP never seemed to completely absorb it, as it had Hybris, for instance, which became SAP Commerce Cloud.

    Qualtrics is the clear leader in its category and now begins another chapter in its story under long-time CEO Zig Serafin.

    Dig deeper: Why did SAP buy Qualtrics?

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    The post SAP gives up its stake in Qualtrics appeared first on MarTech.

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